We just released our Q4 online advertising report, identifying important trends year over year in online advertising. We sampled the Marin Global Online Advertising Index, which includes over 1,000 advertisers and agencies that invest over $2.7 billion annually in online advertising.
Overall, our advertisers saw an increase in click-through-rate (CTR) and a decrease in cost-per-click (CPC). But more importantly, we found significant changes in clicks and impressions compared to the fourth quarter of 2010. Key findings include:
- 56% increase in click volume
- 23% jump in click through rates
- Smartphones and tablets now account for 10% of all paid-clicks
So, what does all this mean? The big jump in clicks and click through rates in the last year suggests that advertisers are continuing to increase investment in paid-search and consumers are even more engaged with paid search results.
Device targeting is also showing promise as smart phone and tablets become increasingly popular around the world. Based on the growing click share of smart phones and tablets, it seems evident that more and more people are conducting searches on these newer devices. And, these new devices are actually delivering solid performance for search marketers! The chart below compares CTR across devices in Q4 of 2011.
As this trend is growing rapidly, keep device targeting top of mind when planning your 2012 campaigns.